Investment Rating - The report does not explicitly state an investment rating for the industry or company. Core Insights - PMPM has rapidly established itself as a leading skincare brand in China, achieving a GMV of over 300 million yuan in 2020, with a growth rate surpassing many domestic skincare brands [5][6][7]. - The brand targets Gen-Z consumers, focusing on emotional connections and self-expression, which aligns with their desire for unique and meaningful products [8][9]. - PMPM's marketing strategy leverages social media platforms like Xiaohongshu, Douyin, and Bilibili to engage with young consumers, emphasizing content that resonates with their lifestyle and interests [9][10]. Summary by Sections Brand History and Culture - PMPM was founded in October 2019, with a brand philosophy centered around exploration and global discovery [5]. - The brand's name is derived from French, meaning "to the world," reflecting its commitment to bringing global beauty to consumers [5]. Product Innovation - PMPM introduced a unique formula called the Global Formula: X+Y+Z, which combines natural ingredients with patented technologies to enhance product efficacy [5]. - The brand's first product, "Glowing Dough" mask, quickly became a top seller on Tmall, indicating strong market acceptance [5]. Marketing Performance - During the 618 shopping festival, PMPM achieved sales exceeding 100 million yuan, with its products becoming bestsellers in the water and emulsion category [6][7]. - The brand's sales in June 2021 saw a 466% increase compared to May, highlighting effective marketing strategies [7]. Target Consumer Profile - PMPM focuses on young consumers aged 18-30, particularly those seeking emotional resonance and self-expression in their purchases [8]. - The brand appeals to consumers who value unique experiences and are willing to explore new products [8]. Media Strategy - PMPM utilizes high-engagement social media platforms to reach its target audience, with a focus on lifestyle content related to beauty, fashion, and travel [9][10]. - The marketing strategy includes a phased approach, starting with pre-launch engagement and culminating in high-impact promotional events [11][12]. Content Strategy - The brand's content strategy includes tutorials, product reviews, and lifestyle integration to enhance consumer engagement and drive sales [20][22]. - PMPM's campaigns are designed to resonate with the emotional and experiential desires of its target demographic, leveraging storytelling and relatable content [22][31]. Influencer Collaboration - PMPM collaborates with a diverse range of influencers across different tiers to maximize reach and engagement, ensuring a balanced approach to brand promotion [14][16]. - The brand's influencer strategy includes both high-profile and niche influencers to create a comprehensive content matrix [14][16]. Brand Events - PMPM's marketing events, such as the "No Distance to the Faraway" campaign, aim to create a strong emotional connection with consumers through immersive experiences [42][44]. - The brand has effectively utilized both online and offline channels to enhance visibility and consumer engagement during major shopping events [44][45].

Core Insights - PMPM successfully leveraged social media marketing strategies during the 618 shopping festival, focusing on the Gen Z demographic, particularly those born in the 1990s and 2000s, by creating a content matrix across platforms like Xiaohongshu, Douyin, and Bilibili [1][2][9] Group 1: Marketing Strategy - The brand's core philosophy is "exploring the world and bringing distant experiences to consumers," targeting young consumers who seek emotional resonance and refined living [5][6] - The marketing campaign was structured in phases: pre-event buildup in April, peak interaction in May with key influencers, and intensified promotions in June, followed by a long-tail engagement strategy in July [12][13][14] - The influencer strategy involved a mix of "long-tail influencers for broad penetration, head influencers for heat generation, and mid-tier influencers for community impact," with over 60% of beauty influencers participating [1][2][17] Group 2: Content and Engagement - Content strategies focused on product ingredients and consumer pain points, with practical guides and lists released during the 618 event, such as "summer acid brushing" and "must-buy items" [2][24] - PMPM achieved over 100 million in sales during the 618 period, with the seaweed essence lotion set topping the category charts and Douyin's GMV increasing by 466% [2][7] - The success was attributed to precise audience matching on platforms, a layered influencer strategy, and emotionally resonant content that combined travel and skincare themes [2][8][9] Group 3: Brand Development - PMPM was founded in October 2019, focusing on storytelling through emotions and unique global formulations, quickly gaining traction in the market [6][7] - The brand's growth trajectory included angel funding in early 2020 and subsequent rounds, achieving a GMV of 150 million within six months of launch and surpassing 300 million by 2020 [6][7] - PMPM's commitment to sustainability was highlighted by its participation in the UN Biodiversity Conference, showcasing its responsibility as a brand [6][7] Group 4: Target Audience - PMPM's target demographic includes young consumers aged 18-35, who prioritize emotional experiences and refined lifestyles, with a strong presence on social media platforms [9][10] - The brand's marketing efforts are tailored to resonate with the values and interests of Gen Z, focusing on self-expression and emotional connection [9][10]